The Only Rules That Matter: 12 UX Rules For Writing Killer Web Copy

When writing website copy, with so many different elements to consider, it can be challenging to know where to start. 

That’s why we’ve put together this comprehensive guide on everything you need to know about writing killer web copy. 

We’ve included 12 rules that every User Experience researcher, writer, and designer follows so that you can create content that converts visitors into customers and increases customer engagement.

So if you’re ready to learn how to write website copy that gets results, keep reading!

The first step is understanding how copy and design work together on a website to optimize user engagement.

How Visitors Engage Your Website

User Experience (UX) researchers have found that people read web pages in an F-shaped pattern: they scan the top and left side of the page for headlines and critical points and then move down the page, reading in a shorter horizontal band.

Given this F-shaped pattern, keeping your most important information at the top of the page where people will see it is essential. 

Website copy should be concise and to the point, so readers can quickly find what they’re looking for.

Use Design & Digital Storytelling 

The best websites use an interplay of content and design to make the copy dynamic and engaging.

That’s why designers play an essential role in how users interact with website copy. The layout, font choice, and whitespace use can influence how easily people read and understand the content on a page.

When writing web copy, work with designers to help break up the content:

– Use short sentences and paragraphs

– Make use of headings and subheadings

– Use bullet points or lists where appropriate

– Use solid keywords and calls to action

– Use images, illustrations, infographics, and videos to break up the text

Now that you have the basic foundation of how copy and designs work together to create engaging user experiences let’s review 12 UX rules to help you create killer web copy.

Rule #1: Assist users in achieving their goals.

Aside from providing helpful information, web copy should help users achieve their goals. So instead of trying to appeal to customers with marketing copy, think about your website visitors’ goals when they come to your website. 

  • What are they trying to achieve? 
  • How can you help them?
  • What actions are most important to them?

UX writers guide users on apps and digital products, making it as natural as possible to accomplish the task at hand and reduce friction. So when you develop your website copy, think like a UX writer. 


  • Is the flow of information structured logically and straightforward? 
  • Is your website intuitively easy to navigate? 

Web copy that considers user experience can be more effective than web copy written without the user experience in mind.

Rule #2: Speak the user’s language.

UX writers rely on customer personas to communicate messages effectively. Using customer personas to inform messaging across channels (email, web, social media) is a good rule of thumb. 

Some may wonder, “How do I find out the exact language of my users?” One answer is social media. If you have a list of potential buyers or key decision-makers, conduct a Google Search and review your results. (If you still need to create a prospecting list, use an existing list of customers).

If you’re in the B2B space, your decision-makers are likely on LinkedIn. If so, go to their profiles and check out their posts. Look at:

  • How do they write? 
  • What things do they like/share/comment on? 
  • Do they write articles on LinkedIn or Medium, perhaps? 
  • Have they been interviewed on podcasts? 

Discover where your audience hangs out and be curious about their behavior:

  • What topics do they engage in?
  • How do they engage with content? 
  • What emotions do they express?
  • Who do they follow? (Influencers and Thought Leaders)
  • What content do they share?
  • What do they write in the comments of other people’s posts?

This data should give you some initial insights into your users’ behaviors, what they value, and the language they use. 

Rule #3: Expect users to scan.

Users can decide in as little as five seconds whether your site is helpful to them. As we discovered earlier, users often scan pages in an F pattern focusing on the top left side of the page, headings, and the first few words of a sentence or list. 

On average, users only read the first two words on each line. 

Here are some facts to consider when writing web content:

  • In a 2008 study, based on an analysis of 45,237 page views, Neilson and Morkes found that web users only read about 18% of what’s on the page.
  • The users’ reading percentage goes down as the number of words on a page increases.
  • To get users to read half of your words, limit your page to 110 words or fewer.


While the information presented in a whitepaper or blog is helpful, it needs to be in a suitable format for the web. 

Remember, people scan web pages and only read about 18 percent of what’s on the page. You may want to cut whatever you have in print form by 50 percent!

According to Government Guidelines, good web content uses:

  • The inverted pyramid style: 

Begin with the shortest and most straightforward statement you can make about your topic. Put the most critical information at the top and the background at the bottom.

  • Chunked content: 

Don’t try to pack everything into long paragraphs—split topics up into logical sections separated by informative headings.

  • Only necessary information: 

Use only the information your users need to achieve their top tasks. Omit unnecessary information.

  • Remember

Your content is not clear unless your users can:

  1. Find what they need
  2. Understand what they find
  3. Use what they find to meet their needs

Think – conciseness, intuitiveness, and brevity.

Rule #4: Don’t overcomplicate your vocabulary. 

Try to avoid using complicated words, jargon, and filler words. Here are some examples of what to remove from your web copy.


According to Avery Blank, Senior Contributor for Forbes, here are some common words powerful people avoid:

“Just” (protector words)

The word “just” diminishes the content that follows this word.

“Very,” “Absolutely,” and “Totally” (drama words)

Words such as “very,” “absolutely,” or “totally” do not add value to the noun you want to describe or highlight.

 “I think…” or “Arguably” (protector words)

Every thought you put out there is your opinion. You do not need to preface your ideas with “I think.”

“Actually” and “Obviously” (superior words)

Words such as “actually” and “obviously” can rub people the wrong way. These words suggest that the other person does not understand the issue or circumstance (and that you are right) or understands something (when they may not).


Rule #5: Humor, think twice before you use it!

It might be funny once, but saying the same joke over and over becomes tiresome and even frustrating for users. Choose humor carefully. 

Rule #6: Avoid long blocks of text.

Help visitors navigate your website by writing it in short, scannable blocks—chunk text into shorter sentences and paragraphs. Keep the most crucial text up front and then ruthlessly edit what comes after it.

Write short and then cut it into half.

Rule #7: Avoid double negatives.

Double negatives increase cognitive load, making users spend extra time deciphering the message.

Don’t: I do not want to unsubscribe

Do: I want to unsubscribe 

Rule #8: Begin with the objective.

When a sentence describes an objective and the action needed to achieve it, start the sentence with the objective.

Don’t: Tap on food to see its ingredients.

Do: To see the food’s ingredients, tap on it.

Rule #9: Make the copy consistent

Inconsistency creates confusion. One example of inconsistency is replacing a word with a synonym in a different part of the website. 

For example, if you decide to call the process of arranging a meeting “Scheduling” on one part of your website, do not call it a “Booking” on another page.

Another common mistake is addressing your users in both first and second-person interchangeably on your website.

For example:

Don’t refer to the user in the second person and the first person within the same phrase.

Don’t: Change your preferences in My Booking

Do: Change your preferences in Your Booking

Rule #10: Write in the present tense

Avoid using the future tense to describe the action.

Don’t: Image has been downloaded.

Do: Image downloaded.

Rule #11: Write in the active voice

The passive voice makes readers yawn. Compare this sentence in both voices:

Don’t: The Buy button should be clicked when you are ready to purchase a product.

Do: Click the Buy button to purchase a product.

Rule #12: Use numerals

Use numerals in place of words for numbers.

Don’t: You have two missed calls.

Do: You have 2 missed calls.

Source: Nich Babich, a product designer & editor-in-chief of UX Planet. 

There you have it, folks! 12 Rules for writing killer web copy. 

And if you scanned this article, here’s an abbreviated version of the list:

  • Rule 1: Assist users in achieving their goals.
  • Rule 2: Speak the user’s language.
  • Rule 3: Expect users to scan.
  • Rule 4: Don’t overcomplicate your vocabulary. 
  • Rule 5: Humor, think twice before you use it!
  • Rule 6: Avoid long blocks of text.
  • Rule 7: Avoid double negatives.
  • Rule 8: Begin with the objective.
  • Rule 9: Make your copy consistent. 
  • Rule 10: Write in the present tense.
  • Rule 11: Write in the active voice.
  • Rule 12: Use numerals.

Giving Tuesday – The New Black Friday?

Every year, as the holidays approach, we are inundated with messages about Black Friday and Cyber Monday. And for good reason — these are two of the busiest shopping days of the year. 

According to NBC News, Black Friday raked in $8.9 billion in 2021, while Cyber Monday hit $10.7 billion.

But how did the season of giving and goodwill turn into the season of buying and materialism? In this blog post, we’ll take a look at the history of Black Friday and Cyber Monday, and how they came to be the dominant forces in holiday shopping.

We’ll also shine a light on a new trend, one that shifts our gaze from consumerism to altruism. Giving Tuesday is a global generosity movement that encourages us to reimagine a world built upon shared humanity and radical generosity.

Simple in practice, Giving Tuesday encourages us to act with kindness, whether it’s making someone smile, helping a neighbor or stranger out, showing up for an issue or people we care about, or giving some of what we have to those who need our help. 

So let’s dive in and explore these holiday traditions together and see if perhaps we can encourage some of you to swap your Black Friday and Cyber Monday Traditions for Giving Tuesday this year.

The History of Black Friday and Cyber Monday

Black Friday got its start in Philadelphia in the 1950s. The name “Black Friday” was coined by police officers in the city who had to deal with the massive crowds and traffic that descended on the city for the annual Army-Navy football game. The massive influx of people caused problems for local businesses, who complained that the crowds were disruptive and dangerous.

The term “Black Friday” didn’t catch on nationally until 1975, when it was used by Factory Management and Maintenance magazine in an article about workers calling in sick the day after Thanksgiving so they could have a long weekend. 

From there, it was embraced by retailers as a way to describe the busiest shopping day of the year. Retailers capitalized on the name by running promotions and sales, which drew even more shoppers to stores on Black Friday.

Cyber Monday was created in 2005 by, a division of the National Retail Federation. The term was coined as a way to encourage people to shop online for holiday gifts. The idea was that people would shop at work on Monday, when they had internet access, instead of going to stores on Black Friday. And it worked! In 2018, Americans spent a record $7.9 billion on Cyber Monday, making it the biggest online shopping day in history and spending has only gone up since.

Giving Tuesday – The New Black Friday?

For years, these Black Friday and Cyber Monday have been the busiest of the year for retailers, with consumers flocking to stores and websites in search of the best deals on holiday gifts. But this year, there’s a new kid on the block vying for attention – Giving Tuesday.

Giving Tuesday is a relatively new concept, having only been around since 2012 and this year it’ll be celebrating its 10-year anniversary. In its short history, it has already become a major force in the world of philanthropy, raising billions of dollars for charitable causes around the world. 

And with more and more consumers becoming aware of and concerned about social and environmental issues, it’s no surprise that Giving Tuesday is starting to give Black Friday and Cyber Monday a run for their money.

So, what is Giving Tuesday all about? And could it really be the new Black Friday? Let’s take a closer look.

What is Giving Tuesday?

Giving Tuesday is a global day of giving back, which takes place each year on the Tuesday after Thanksgiving (in the US). It was created as a way to encourage people to do good deeds and donate to charities during the holiday season, as opposed to simply spending on themselves. And it appears to be working – since its inception, Giving Tuesday has raised billions of dollars for good causes around the world. 

For example, GivingTuesday revenue in the United States reached record highs in 2021. In just 24 hours, GivingTuesday 2021 shattered previous revenue records. Despite an ongoing pandemic, donors gave almost $3 billion last year. 

How does it work? 

Organizations register as official participants on the Giving Tuesday website, which provides them with resources and support in promoting their campaigns. Schools, businesses, religious groups, nonprofits, and individuals are all encouraged to take part. And with millions of people taking part each year, there’s no shortage of ways to get involved. 

Why is it gaining popularity? 

Giving Tuesday is gaining popularity for a number of reasons. Firstly, social media has played a huge role in its success by providing a platform for organizations to promote their campaigns and engage potential donors. 

Secondly, more and more people are becoming aware of and concerned about social and environmental issues, and they’re looking for ways to use their spending power to make a difference. Lastly, as society becomes increasingly digitized, people are looking for ways to connect with others and make a difference in the real world – something that Giving Tuesday provides in spades.

Giving Tuesday – Footage Foundation

In light of giving Tuesday, we would like to highlight the contributions of one of our employees here at Craft & Root, Lillian Parry. Lillian is the Art Director for Craft and Root and has been with us for 4.5 years. She’s a talented graphic designer, based in NYC and a graduate of the School of Visual Arts, a leader in the education of artists, designers, and creative professionals for more than six decades.

Lillian has generously given her time as a graphic designer and consultant to the NYC-based non-profit Footage Foundation, an organization that provides an online community and connection for young women on the frontlines of gender inequality with a particular focus on forced displacement and gender-based violence.

Lillian’s involvement began seven years ago in 2015 when she worked on their Girl-Talk-Girl project which is now the largest digital storytelling platform connecting young women and focusing on gender-based violence globally.

Lillian’s work as a designer helps to communicate Footage’s powerful mission to a global audience to increase engagement, awareness, and involvement.

To illustrate the work that Footage is doing, here’s a video interview of the co-founder & Executive Director, Dr. Kristen Ali Eglinton speaking to BBC World News Live anchor, Lucy Hockings about the work of the Footage Foundation with women in Ukraine.

With 14 million people being displaced by the war in Ukraine, many of whom are women and children, Footage is trying to ensure that women get the right support that they need.

This is exemplary of the kinds of projects the Footage Foundation participates in around the world.

Show Your Support

This year, it is an honor for us to highlight Lillian’s philanthropic contributions. For this #givingtuesday, we want to encourage you to give to the Footage Foundation to help provide critical resources to women and girls who have been displaced and who are threatened with gender-based violence.  

10 Quick Tips for Running a Lean Marketing Team During a Recession

As we head into an uncertain economic climate, it’s more important than ever to have a lean, mean marketing machine. But where do you start when it comes to trimming the fat? 

In this blog post, we’ll take a look at some of the areas where you can make cuts without sacrificing results.

  1. Cut down on paid ads that aren’t performing. 
  2. Refocus your content marketing strategy around quality over quantity. 
  3. Make sure your website is optimized for SEO. 
  4. Trim your social media spend by focusing on one or two platforms instead of trying to be everywhere at once. 
  5. Review your martech stack and ditch any tools that aren’t pulling their weight. 
  6. Streamline your sales and marketing processes with automation. 
  7. Have team members audit their work and provide recommendations and solutions.
  8. Reduce your overhead costs by outsourcing or insourcing certain tasks or functions. 
  9. Scale back on events and trade shows (or get creative and move them online). 
  10. Review your budget and make cuts wherever possible and get creative!

Marketing during a recession doesn’t have to be all doom and gloom–with a little bit of creativity and careful planning, you can still come out on top! By making some strategic cuts now, you can set your company up for success when the economy slows down. So don’t wait – start trimming the fat from your marketing strategy today!

How To Create An Irresistible Brand Personality

You’ve created a brand strategy, and you know what you want your brand to achieve. But what about your brand’s personality? 

Your brand’s personality is how your consumers will perceive and interact with your brand. It’s the human side of your business that consumers can connect with on an emotional level. 

It takes into account things like voice, tone, and values. When done right, a strong brand personality can make your consumers feel like they have a personal connection to your business.

Why Brand Personality Matters

Your brand personality is important because it helps you stand out from the competition. In today’s crowded marketplace, it’s more important than ever to have a strong and unique brand identity. Your brand personality is one of the ways you can achieve that. 

We’ve outlined the steps you’ll need to take to create an irresistible brand personality.

Step 1. Define Your Target Audience 

The first step in creating a strong brand personality is to define your target audience. Who are you trying to reach with your marketing efforts? What are their demographics? What are their interests? Once you have a good understanding of your target audience, you can begin to craft a brand personality that will resonate with them.

Step 2. Consider Your Competitors 

It’s also important to consider your competitors when creating a brand personality. What are they doing well? What are they doing poorly? How can you position yourself in the market in order to better appeal to your target audience? Keep your competitive landscape in mind as you develop your brand personality.

Step 3. Determine Your Core Values 

Your core values will be at the heart of your brand personality. These are the values that guide everything you do as a company, so it’s important that they are reflected in your branding efforts. When determining your core values, ask yourself what is most important to your company and what you want to be known for. Once you have determined your core values, make sure they are evident in all aspects of your marketing communications.

Step 4. Develop Your Tone of Voice 

Your tone of voice should be consistent across all channels and touchpoints. It should reflect your company’s values and be appropriate for your target audience. For example, if you’re targeting millennials, you’ll want to use language that is relatable and authentic. On the other hand, if you’re targeting corporate decision-makers, you’ll want to use language that is more professional and formal. 

Step 5. Choose Visual Elements That Support Your Brand Personality 

Your visuals should support and reinforce your brand personality. This includes everything from your logo and color palette to the imagery you use in your marketing materials. Make sure all of your visual elements work together to create a cohesive look and feel for your brand. 


Developing a strong brand personality is essential to any successful business venture. By taking the time to define your target audience, consider your competitors, determine your core values, and develop a tone of voice that reflects those values, you can create a brand personality that will resonate with customers and help you stand out from the competition. 

Furthermore, choosing visual elements that support your brand identity will help ensure that all of your marketing communications are working together to create a cohesive look and feel for customers.

Done right, your brand personality will be irresistible! 

Increase the Value of your Product or Service in 6 Steps

A value ladder is a framework for how you organically increase the perceived value of your product or service — without having to raise your prices. In this guide, we’ll show you how to create a value ladder so that you can increase your leads, sales, and average order value.

What is a Value Ladder?

A value ladder is a framework that allows you to increase the perceived value of your product or service — without having to raise your prices. 

The idea is simple: 

You start by giving away something of low value for free (or at a very low price). 

This generates leads, builds trust, and establishes authority. 

Once you have built up a relationship with someone, you then offer them something of slightly higher value at a slightly higher price. 

As they keep moving up your value ladder, you keep offering them more and more valuable products and services — each step along the way increasing in price. 

Done correctly, a value ladder allows you to organically increase the perceived value of what you’re offering — without ever having to actually raise your prices!

How to Create a Value Ladder

Now that we’ve answered the question, “what is a value ladder?” it’s time to show you how to create one. 

The process is actually pretty simple: 

  1. Decide what problem you’re solving 
  2. Identify your target market 
  3. Figure out what they need 
  4. Offer something of low value for free or at a very low price 
  5. Increase the perceived value while keeping the same general format 
  6. Keep going until you hit your goal!

Value Ladders in Action

The best way to understand how all these work is to see them in action. Here are some examples of real-world companies using value ladders to close more sales and increase their revenue

  • HubSpot offers free tools, ebooks, and templates  
  • WordStream offers a free keyword research tool  
  • LeadPages offers a free landing page builder  
  • AppSumo offers heavily-discounted deals on popular software tools  

As you can see from these examples, almost every company uses some form of a value ladder — even if they don’t realize it!

Value Ladders vs. Funnels

One final thing we want to clear up before we wrap things up is the difference between value ladders and marketing funnels. Even though they are similar, they are NOT the same thing! A marketing funnel refers to the process that someone goes through when they become aware of your product or service, consider whether or not they need it, decide whether or not to buy it, and then actually make a purchase. 

 A value ladder refers specifically to the products or services that you offer at each stage of the marketing funnel — with each successive “rung” being of higher perceived value (and higher price). So while all successful businesses need both a marketing funnel AND a value ladder, they are two distinct concepts. We hope this article helped clear things up for you! 


If you’re an entrepreneur or marketer, then understanding what the value ladder is and how to create one is critical for your success. We hope this guide has been helpful for you today.


The Ultimate Guide To Finding Your Brand’s Tone of Voice

The tone of any piece of content can be analyzed along 4 dimensions: humor, formality, respectfulness, and enthusiasm. The choice of tone plays a vital role in the success of your content marketing strategy. Get it right, and you will engage your audience, build rapport, and come across as credible. Get it wrong, and you will fail to connect with your readers, be perceived as untrustworthy, or simply fail to capture their attention.

In this blog post, we’ll explore the power of tone in content marketing and provide some tips on how to choose the right tone for your brand.

Why Tone Matters in Content Marketing

Your tone of voice is an important part of your brand identity. It helps you stand out from the competition and gives your content a unique personality. Most importantly, it humanizes your brand and makes it more relatable to your target audience. 

Your tone of voice should be consistent across all channels and touchpoints. This includes everything from your website copy and social media posts to the way you answer customer inquiries over the phone. Inconsistent messaging can confuse your audience and make your brand appear less trustworthy.

Choosing the Right Tone for Your Brand

The first step in choosing the right tone for your brand is to understand your target audience. What are their demographics? What are their pain points? What are their aspirations? Once you have a good understanding of who you’re talking to, you can start to consider which tone would best resonate with them. 

For example, if you’re targeting young adults with a new fashion line, a lighthearted, irreverent tone might work well. However, if you’re selling financial services to Baby Boomers, a more respectful, formal tone is probably going to be more effective.

Here are a few more tips to keep in mind when choosing the right tone for your brand:

  • Be true to yourself: Don’t try to adopt a tonal identity that feels forced or unnatural. Your audiences will see right through it.
  • Consider using multiple tones: You don’t have to (and shouldn’t) stick to just one tone all the time. In fact, mixing things up can actually be quite effective. Just make sure all the tonal choices you make align with your overall brand identity.
  • Let your team have a say: Your employees know your customers better than anyone else. Ask them for input on which tone would best suit your target audience.


The tone is an important consideration in any content marketing strategy. The right tone can help you build rapport with readers, come across as credible, and engage your target audience. The wrong tone can cause confusion among readers or make your brand seem untrustworthy.

When choosing the right tone for your brand, consider the following:

  • Who is my target audience?
  • What are their demographics, pain points, and aspirations?
  • What tonal identity feels most natural for my brand?
  • How can I mix up different tones while still staying true to my overall brand identity?

Taking the time to answer these questions will help ensure that you choose a tone that resonates with readers and helps achieve your content marketing goals.

How to Create the Perfect Pitch Deck to Raise Capital

How do you make sure your startup stands out from the rest? The key is in your pitch deck. A pitch deck is a visual presentation that tells the story of your business’ potential. A pitch deck can be a powerful tool for raising capital. How do you create the perfect pitch deck?

There’s no single formula for the perfect pitch deck, but there are certain elements that all great decks have in common. A strong pitch deck will include a clear and concise explanation of your business model, target market, competitive landscape, and, most importantly, your roadmap for growth. Your deck should be visually appealing and easy to understand; after all, you only have a limited amount of time to make your case. Most importantly, your pitch should tell a compelling story that makes investors believe in your vision for the future.

1) Start with a strong opening: Grab investors’ attention from the beginning with a strong opener that sets the tone for the rest of your presentation. 

2) Clearly explain your business model: Can you succinctly explain what your business does and how it makes money? If not, you need to go back to the drawing board. 

3) Know your audience: Make sure you tailor your presentation to each individual investor. This means doing your homework on who they are, what they’re looking for, and what kind of companies they typically invest in. 

4) Have a solid understanding of your competitive landscape: Investors want to know that you understand the market you’re operating in and have a plan for how to stand out from the competition. 

5) Tell a story: A great pitch deck is more than just a collection of facts and figures; it’s a story that inspires investors to believe in your vision. Make sure yours does just that. 

6) Focus on the future: Investors are looking for companies with high growth potential, so make sure your presentation focuses on where you’re going, not where you’ve been. 

7) Leave them wanting more: The best pitches are always followed by lively Q&A sessions where investors can dive deeper into specific aspects of your business. Be prepared for this by having a solid understanding of every element of your deck.


Creating the perfect pitch deck is no easy feat, but it’s worth it if it means securing funding for your startup. By following the tips outlined above, you’ll be well on your way to impressing even the most skeptical investors.

Need help? Let us know. We partner with early-stage CEOs and leaders to create dynamic and impactful pitch decks.

How to Write User-Friendly Web Content

The goal of any website is to attract visitors and then convert them into customers or leads. But in order for a website to be effective, it needs to have well-written, user-friendly content. Unfortunately, many businesses make the mistake of thinking that as long as their website looks good, the content will take care of itself. However, the truth is that the quality of your content is just as important as the design of your website—if not more so.

Here are four tips for writing user-friendly web content:

1. Put Your Readers First

One of the most important things to keep in mind when writing web content is that you are not writing for yourself—you are writing for your readers. This means that your content should be clear, concise, and easy to understand. It should also be free of typos and grammatical errors. In addition, your content should be organized in a way that makes sense and flows smoothly from one topic to the next. Finally, don’t forget to proofread your work before you publish it! 

2. Make It Scannable

Most people who visit your website will not read your content word for word—they will scan it instead. So, it’s important to make sure that your content is easy to scan. You can do this by using short paragraphs, bullet points, headings, and subheadings. Additionally, you should use typography (such as bolding or italicizing) to highlight key points and make them easier to spot.

3. Use Icons, Images, and Videos

Another way to make your content more user-friendly is to break it up with images, videos, and icons. People are visual creatures, so adding visual elements to your blog posts and web pages can help capture—and hold—their attention. Just be sure not to go overboard; a few well-placed visuals can do wonders for your user experience, but too many can be overwhelming and actually deter people from reading your content.

4. Include Calls-to-Action

Finally, don’t forget to include calls-to-action (CTAs) throughout your website. A CTA is an instruction telling your readers what you want them to do next (e.g., “Click here to learn more,” “Sign up for our newsletter,” etc.). CTAs provide direction and guidance for users, which can be especially helpful if they get lost on your website or are having trouble finding what they’re looking for. Including CTAs also helps increase conversion rates by giving users a specific action to take rather than just asking them generically to “contact us” or “learn more.


User-friendly web content is essential for any business with an online presence. After all, if potential customers can’t understand or navigate your website, they’re not going to stick around long enough to become actual customers. Fortunately, there are a few simple things you can do to make sure your content is user-friendly, including putting your readers first, making it scannable, using visuals wisely, and including calls to action throughout your site. So what are you waiting for? Get started today!